Google Merchant Center is removing 4 GA4 attribution models


Google Merchant Center will remove the ability to select four rules-based attribution models when setting up the conversion source in 2024. The models being removed are:

  • First-click.
  • Linear.
  • Time decay.
  • Position-based.

Starting in April 2024, any conversion sources still using these models will be switched to data-driven attribution.

Marketers not wanting conversions that use data-driven attribution will be able to use the last-click model instead.

Why we care. This change will affect how marketers analyze and attribute conversions, crucial for identifying effective channels, touchpoints and strategies, enabling informed decision-making and resource allocation.

Why now? Google announced this change after confirming it was retiring these attribution models for all properties in Google Ads and Google Analytics in October 2023. A spokesperson explained that adoption rates were “increasingly low” with “fewer than 3% of conversions in Google Ads using these models.” They added:

  • “Switching to the data-driven attribution model typically results in a 6% increase in conversions for advertisers.”

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Deep dive. Read Google’s Select Attribution Settings documentation for more information on how to choose the reporting attribution model and conversion window for your property.


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About the author

Nicola Agius

Nicola Agius is Paid Media Editor of Search Engine Land after joining in 2023. She covers paid search, paid social, retail media and more. Prior to this, she was SEO Director at Jungle Creations (2020-2023), overseeing the company’s editorial strategy for multiple websites. She has over 15 years of experience in journalism and has previously worked at OK! Magazine (2010-2014), Mail Online (2014-2015), Mirror (2015-2017), Digital Spy (2017-2018) and The Sun (2018-2020). She also previously teamed up with SEO agency Blue Array to co-author Amazon bestselling book Mastering In-House SEO.



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